Marketing Research and Information Systems

47836 Words192 Pages
Marketing Research and

Information Systems


I.M. Crawford
Rome, 1997
This publication has previously been issued as
ISBN 92-851-1005-3 by the FAO Regional Office for Africa.

Produced by: Agriculture and Consumer Protection

This is one of a series of four texts on marketing and agribusiness prepared by an FAO project for use in universities and colleges teaching agricultural marketing, agribusiness and business studies. This text, Marketing research and information systems, reviews the role of marketing research and the techniques used to undertake market research, including questionnaire design and sampling and writing of a research report.
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Marketing researchers work with probabilistic models of the form: y = f(x1)..(fx2)...f(xn)...
This reflects the fact that in order for a target market share to be reached some promotion (amount unknown) is necessary but will not be sufficient, on its own, to achieve the target. Y is a function of a number of variables and the interactions between them. The model is further complicated by the fact that these interactions are themselves often not understood. It is for these reasons that marketing researchers cannot guarantee that decisions based on their information will always prove 'successful '. Rather the best that a competent researcher and a well designed study will be able to offer is a reduction in the amount of uncertainty surrounding the decision.
A definition of marketing research
Green and Tull1 have defined marketing research as follows:
"Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing."
The key words in this definition are; systematic, objective and analysis. Marketing research seeks to set about its task in a systematic and objective fashion. This means that a detailed and carefully designed research plan is developed in which each stage of the research
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